Undeterred by what could be considered the huge failure of Amazon’s ill-fated 2014 foray into the phone business, Google is stepping up to the plate with its own version, Pixel, and a no-holds-barred campaign from Droga5 meant to push the device as the next big thing — and perhaps steal a bit of the iPhone 7’s thunder.
Per the release video, Pixel has a battery that charges for seven hours in 15 minutes, unlimited storage for photos and videos and Google Assistant, as well as what Google calls the highest rated smartphone camera ever. What’s more, Google says Pixel is “built for VR” — and even has a headphone jack. How about that?
Calling it a “huge integrated campaign,” Droga5 said it tapped into Google's “most iconic visual asset” — the search bar — to launch Pixel.
“To represent the brand’s official evolution into hardware, we transition from the search bar to the phone shape in all of the campaign’s major executions, evolving from something people know and love about Google to something new they will love about Google,” the agency said.
A mysterious teaser video playing on this theme was released September 19th and has since racked up more than 3.4m views.
The campaign “has been crafted to create a feeling of possibility and excitement that comes with a phone made by Google,” Droga5 said.
A video — Life by You, Phone by Google — was released October 4th. Droga5 said it is the first in a series and many more campaign elements will be released through the end of year. That also includes what Droga5 said is the first-ever 24-hour Snapchat brand takeover. That means more than 20 custom videos running across the Discover feature, various user Snaps and “a bespoke lens.”
The campaign also includes the hashtag #madebyGoogle, as well as outdoor installations and projections.
The campaign is rolling out across Australia, Canada, Germany, India, the UK and the US.